This document provides promotional guidelines for events, including: 1. Identifying allies such as a host committee or community partners to help promote the event. 2. Creating a promotional calendar that lists all marketing activities and assigns owners/dates to stay accountable. 3. Carefully timing email and social media promotions during the natural lull between initial ticket sales and the event date to boost sales.

1. PROMOTIONAL GUIDELINES
1
FOR YOUR EVENT
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1. Identify your allies………………………………………………………………….…pg. 3
2. Create a promotional calendar………………………………….….…….…pg. 4
3. Carefully time your social media & email promotions……….…pg. 5
4. Incentivize early purchasers…………………………………………………..pg. 6
5. Use tracking links……………………………………………………..…………….pg. 7
Introduction……………………………………………………………………………….…pg. 2

2. 2
Introduction
Eventbrite data shows that there are naturally two spikes in the ticketing lifecycle. If an
event goes on sale 6 weeks ahead of time, it’s common to see a spike when tickets first go
on sale, and then again the week that the event takes place.
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If you’ve ever hosted an event before, you know this is true because, well, people loooove
to procrastinate and wait until the last minute to make their purchase. Knowing that there is
a natural lull in between the time that tickets go on sale and the week of the event, there
are a few steps you can take to beat (and conquer) the natural dip in the ticketing lifecycle.

3. While you might feel like a one-person army, it can make a world of difference to divvy up
promoting the event between a larger group. If you are planning a larger event (like a gala
or conference), consider creating a host committee. Ask each committee member to
commit to selling a certain number of tickets — or turn it into a race and see who can sell X
number of tickets the fastest.
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If you’re planning a smaller event (like a class, a networking event, or a smaller social event),
consider reaching out to community partners. Community partners are people or
organizations who have a similar, but not identical reach. A popular arrangement with
community partners is offering a discount for members of a group in exchange for plugging
your event in an email or social media post. Be sure to set up tracking links if you’re utilizing
a host committee or community partners.
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1. Identifying Allies

4. 4
2. Promotional Calendar
Begin to think about all of the promotional channels you will use to promote your event.
Create a calendar that lists all of these activities in one place. Include the marketing channel,
owner, additional stakeholders, and the date.
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Use a Google calendar or spreadsheet and share it publicly with your team and hold
everyone accountable. Then, go back and look for holes in your promotional calendar. Are
you utilizing email, social media, and partners to their full capacity?

5. 5
3. Social Media & Email Promotions
In many cases, organizers send out an email right when tickets go on sale, and again the
week before the event takes place. The same goes for social media promotions — there is
a spike in tweets and posts right when tickets first go on sale, and again when sales are
coming to a close.
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Now that you know weeks 2-5 are often pretty quiet, time your email and social media
efforts to take place during that time. Planning a contest or promotion? Thinking about
offering a flash sale or discount? Time your heaviest pushes during the time you know ticket
sales are the slowest. *PRO TIP: Use the social media templates we provided to create
custom promotional graphics.

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4. Incentivizing Early Purchasers
Consider offering tiered ticketing prices in order to convince attendees to commit earlier. By
offering ticketing at different price levels based on the time of purchase, people who might
be on the fence about attending can be motivated to purchase if they know they’ll be
saving money.
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For example, by pricing Early Bird tickets at $50, General Admission at $60 and tickets
purchased the day of the event at $75, people are more likely to purchase a ticket when
the cost is lower. By selling more tickets in advance, you won’t be in such a panic the week
of the event or worry that you won’t sell enough tickets!
EARLY BIRD$50
GENERAL
$60
DAY OF
$75

7. 7
Tracking links are by and large the most efficient (and easiest) way to understand what
marketing efforts are working and which ones are not. You can set up tracking links for each
channel that you’re using to promote your event in a matter of seconds.
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Tracking links can be set up through a registration platform like Eventbrite or through web
analytic tools like Google Analytics. This article will walk you through how to set up
tracking links. Once you’ve created your links, be sure to provide all partners or host
committee members with their appropriate link that they can use when getting the word out
about your event. Then, you can review your event reporting and see which link is
generating the most amount of clicks and if any of the clicks have converted into sales.
5. Tracking Links